York Catholic Middle & High School – Digital Sponsored Content Strategy
YC Fosters Expanded Audience Connection through Value-Added Content
A personalized approach to education excellence that prepares students to reach their college and career goals is at the heart of the York Catholic experience. As part of ongoing efforts to optimize the organization’s digital content strategy and to help continue to foster connections with current and prospective families and the community at large, GRIT collaborated with York Catholic to plan and launch a new series of thought leadership articles focused on delivering insights and resources families can use as they navigate middle and high school with their students.
The first topic in the series focuses on college planning tips and timelines for students in grades 9 to 12. The cornerstone content is available on a blog on the York Catholic website and includes an accompanying downloadable/printable tip sheet as a takeaway resource that families can reference throughout their high school journey. From distribution to current families and alumni through YC-owned print and digital channels to integration into the organization’s digital marketing campaigns to reach prospective families, the resources have extensive reach across York Catholic’s diverse target audience segments. In the first month following launch, the content has achieved strong performance across channels (including generating over 300 engagements on social alone) and has directly contributed to multiple new prospective family inquiries.
As a next step, additional resources are planned for quarterly release with a goal of building the library of resources over time to further showcase York Catholic’s commitment to serve as an educational resource and leader across the York County and Northern Maryland communities they serve.